I had an article written, reversing the horse and the cart,
But I finally found a market, a monthly ‘Til Death Do Us Part.
I love your magazine I wrote, which was patently untrue,
I’d found the name on a writers’ site, and thought that it would do.
My piece was beautifully written, the English a pleasure to read,
I’d expected an answer quickly, but was amazed at the editor’s speed.
“You love our magazine you say, but you couldn’t have read a word;
An article on bereavement for a bride’s magazine is absurd.”
I know, don’t tell me, I’m not going to win any poetry prizes. But the verse does illustrate the absolute necessity of good market research BEFORE writing an article or short story. I know the value of this because, as with many writers, I learnt my lesson the hard way.
There are many aspects to look at when analysing a publication, all of which help determine the style and length of the article eventually produced. The aim is to establish a readership profile. If an article suits the readership, it is much more likely to suit the editor as well.
Beg, borrow or buy at least three copies of your target publication, and then try to form a picture of the average reader.
Advertisements
These tell us more about the readers than anything else that appears in the magazine, with the possible exception of the letters page. Companies spend a fortune on advertising and carry out extensive market research before placing advertisements. If a publication’s advertising space carries a high percentage of mobility aids, it’s a fairly safe bet that the average reader is of retirement age. If advertisements appear for extreme hair-styling gel, then the magazine is aimed at a younger market. Make a list of the type of advertising in the magazine you are targeting. This information tells you much about the average age, social class, lifestyle and leisure activities of the readership.
Articles
Look carefully at the subject matter, the word length and vocabulary usage. There is no point in offering an intellectual treatise to a magazine whose readers are looking for real life drama told in short punchy sentences. The length of articles is also important; editors looking for a single page feature would not be impressed with a 3,000-word submission. On the other hand a magazine which regularly only runs four page feature spreads would not be interested in an 800-word piece. Avoid subjects covered by in-house staff, if unsure check the list of contributors, usually given at the front of a publication. Analyse the style of article titles. Do they tease or inform? Her Best Friend Stole Her Man versus Dealing With Betrayal. One sensationalises the event, while the other offers advice.
The Letters Page
Because the readers themselves write this page it demonstrates clearly their likes and dislikes. They will often comment on articles that have appeared in previous issues, favourably or otherwise. They write about their lives, hopes and dreams. Regular reading of the letters page brings the reader to life for the prospective writer. It is also a good source of inspiration for the short story writer.
The Publication’s Focus
Not all magazines on similar themes are looking for identical material. My own area of expertise is writing for France related magazines. I write humour pieces for one, biographical essays for another, property renovation articles for a third and so on… It is too simplistic to assume the content from the publication’s title (as per the above verse). After all, there wouldn’t be a market for more than one France-themed magazine if the readership needs didn’t differ in some fundamental way.
Guidelines
Most publications are happy to provide guidelines, either on their website or by post on receipt of a stamped addressed envelope. This is one of the best methods for finding out submission requirements, most editors prefer queries, but a few favour the complete manuscript. Remember to telephone to check the editor’s name before sending off your query or manuscript, editorial changes could mean your query is left languishing if not correctly addressed.
Market Guides
There are several really excellent market guides available. One of my favourites is The Magazine Writers Handbook by Chriss McCallum and Gordon Wells. The information is extremely well researched, clearly presented and is aimed, as the title implies, at magazine writers. The Writers Handbook edited by Barry Turner covers a much wider field. Book publishers, agents, magazines, newspapers, small press, television, radio, film and many other categories are presented in an easy to digest form. But remember, these books are merely a starting point, a way to decide at which publications one should aim. They cannot possibly provide the same insight that your own market research will give you.
Bon courage!
© Lorraine Mace 2003
